Bing reveals the top US and UK searches of 2015

10:23 AM

I t’s okay everyone, it’s December, we’re allowed to publish end of year lists now. It's just like how you can no longer roll your eye...

It’s okay everyone, it’s December, we’re allowed to publish end of year lists now. It's just like how you can no longer roll your eyes when you see
someone has put up their Christmas tree too early or how it’s no longer
okay to complain to the already beleaguered shop assistant that they’re
playing Christmas music in their store before December. You just have to
grin and bear it.Besides, Bing says we’re done collating stuff in 2015, and now’s the
time to rank it all in order. What else you going to do in December?
Work? Yeah that’s what I thought.Before we begin pulling out the most surprising revelations (most
searched celebrity) as well as some of the least surprising ones (most
searched film), let’s answer a pertinent question…

What is the point of looking at the previous year’s search history?

Apart from topping up your general knowledge ready for the inevitable
new year pub quiz rounds on “most searched for stuff”, what is the real
purpose of looking at this year’s trends?Bing Ads’ UK Sales Director, Ravleen Beeston had this to say:

“Understanding the interests and motivations driving search behaviour
online provides invaluable insight for marketers into the audiences
they care about. This intelligence allows us to empower marketers to
create meaningful connections that deliver more value for both consumers
and brands alike. By reflecting back on the key searches over the past
12 months, we can begin to anticipate what will inspire and how to
create the right experience in the right context during the year to
come.”

You may wonder what a high number of searches surrounding ‘Uptown
Funk’ in 2015 can help you strategise for in 2016, but hopefully it will
tell you that licensing that song for a new campaign will be a mistake
because everyone and their grandmother has done it.Ultimately though it’s all about knowing what brands, famous figures
and events people really cared about, and maybe this knowledge can help
companies connect more meaningfully with people in the new year.

Trends

Key highlights from the results show…CelebritiesCilla Black was more searched for than Kim Kardashian in the UK,
although this was sadly because of her passing away. Neither celebrity
could topple the might of Taylor Swift though, who was the number one
searched for celebrity in the UK.In the US however, Caitlin Jenner came top, followed by Miley Cyrus, Taylor Swift and someone called Kim Richards. NewsIn the UK, the general election and Labour leadership contest took
the 1st and 2nd spots on the news agenda list. The very recent attacks
in Paris came third, searches about ISIS in fourth place and the birth
of Princess Charlotte fifth. In the US, it was the Paris attacks along with the ISIS threat that
were the most searched for, followed by the EU refugee crisis. According
to Bing, in the days and weeks following the height of the refugee
crisis, people searched for how to provide aid and support to the
refugees, particularly children, and what the US could do in response to
the crisis.SportThe Rugby World Cup was revealed as the most searched for sporting
event in the UK. Why are you English people telling me to shut up and
move on already? Sheesh. In the US the top sporty search was for the
Seahawks win at the Super Bowl.In very heartening news, searches around the ratio of Women’s World
Cup searches compared to Super Bowl searches increased from 7% in 2011
to 23% in 2015.

And Serena Williams took 51% of the search volume compared to the top five male tennis players who shared the remaining 49%.MusicUptown Funk was the most searched for song of the year, despite
originally being released in 2014. I’ve already made a joke about this,
so.. yeah… see somewhere above.Film
Star Wars: The Force Awakens was the most searched for film of the
year. Most searched for follow-up questions weren’t revealed but most
likely went like this… “will knowing all the Star Wars: Force Awakens
spoilers in advance make me a happier person?”